The Top 400 Banks on Twitter

The Financial Brand tracks 400 English-speaking retail banks on Twitter. This list represents nearly all such banks, with a handful of exceptions here and there.

What does the typical bank on Twitter look like? They have around 250 followers, and pump out a tweet about every week or so.

Aggregating the data reveals that fewer than one million people are following retail banks on Twitter, and banks only follow one quarter of those people back. Subtract the quarter million people following AmEx and and banks are only reaching a collective audience of 467,410 people. That barely equates to 0.15% of the entire US population. BofA alone has a customer base 110x that size. Subtract 16,500 followers from the 65 banks (16.3%) that haven’t tweeted in over one year. And many of a bank’s followers are industry peers — consultants, vendors, the trade media and other banks. Keep in mind, financial institutions have been on Twitter since at least 2008; we’re well into the banking industry’s third year on the social platform now.

Here’s the rest of the stats for the 400 retail banks on Twitter and how they all break down.

Followers

Banks with less than 200 followers: 188 (47%)

Banks with more than 1,000 followers: 40 (19.8%)

Banks with more than 5,000 followers: 27 (6.8%)

Number of people following banks on Twitter: 713,744 (246,334 or 35% of which are attributed to AmEx, arguably not a retail bank)

Average number of followers per bank: 1,784

Mean number of followers: 222

Following

Banks following no one: 43 (10.8%)

Banks following 10 people or less: 102 (25.5%)

Banks following fewer than 200 people: 275 (68.8%)

Banks following 1,000 people or more: 40 (10%)

Mean number of people followed: 64

Tweets

Banks with 10 tweets or less: 53 (13.3%)

Banks sending over 1,000 tweets total: 58 (14.5%)

Total tweets sent by 400 English-speaking banks: 363,344

Average number of tweets sent per bank: 908

Mean number of tweets sent: 195

Frequency

Banks who tweeted in the last 2 hours: 78 (19.5%)

Banks who tweeted in the last 24 hours: 166 (41.5%)

Banks who tweeted in the last week: 238 (59.5%)

Banks who haven’t tweeted in a month or more: 121 (30.3%)

Banks who haven’t tweeted in over a year: 65 (16.3%)

Banks who have never sent a tweet: 15 (3.8%)

Bank

Account

Followers

Following

Tweets

Last Tweet

1

AmEx

AmericanExpress

197,056

17,208

9,992

1 hour

2

AmEx

OPENForum

49,278

2,001

4,775

1 hour

3

BofA

BofA_Community

31,016

73

295

2 hours

4

Chase

ChaseGiving

22,184

17

113

1 day

5

USAA

usaa

20,460

7,481

1,357

1 day

6

ING Direct

INGDIRECT

18,922

9,713

3,077

1 day

7

BofA

BofA_Help

17,868

15,850

48,106

1 hour

8

Wells Fargo

WellsFargo

12,957

31

575

1 day

9

BofA

BofA_Careers

12,333

531

5,042

1 hour

10

AmEx

AskAmex

11,922

37

24,883

1 hour

11

Citi

Citi

10,034

4,428

2,788

1 hour

12

Wachovia

Wachovia

9,754

7,120

8,186

1 day

13

Wells Fargo

Aks_WellsFargo

8,900

7,829

20,317

1 hour

14

Westpac

westpac

7,219

705

2,642

1 hour

15

MasterCard

MasterCardNews

7,053

1,329

2,151

1 day

16

BofA

BofA_News

6,980

55

295

1 week

17

NAB

NAB

6,768

1,946

3,706

1 hour

18

Deutsche

Deutsche_News

6,609

506

1,018

2 hours

19

ING Direct

CEO_INGDIRECT

6,523

1,097

4,310

1 hour

20

Barclays

BarclaysWealth

6,377

17

1,494

1 hour

21

Commonweatlh

NetBank

6,093

1,333

1,886

2 hours

22

Citi

AskCiti

6,077

6,497

8,590

1 hour

23

TD

TD_Canada

6,055

4,711

3,693

1 hour

24

Guaranty Trust

gtbank

5,800

14

2,299

2 days

25

Pinnacle

PinnacleBankSC

5,480

5,543

1,553

1 hour

26

RBC

RBC

5,464

629

476

1 day

27

UBank

Ubank

4,522

4,358

3,203

1 day

28

USAA

USAA_help

4,498

1,210

1,881

1 hour

29

Banco Sabadell

BancoSabadell

4,483

1,475

8,945

4 hours

30

Citi

CitiJobs

4,478

3,855

688

1 day

31

TD

TDBank_US

4,271

3,802

7,909

1 hour

32

Standard

StandardBankGrp

4,217

2,908

7,967

1 hour

33

Barclays

BarclaysCycle

4,216

56

137

1 hour

34

ING Direct

SuperStarSaver

3,885

3,647

3,739

4 hours

35

ASB

ASBBank

3,859

2,597

3,597

6 hours

36

FNB

Rbjacobs

3,720

2,259

14,069

1 hour

37

Halifax

Halifax_Online

3,655

2,147

3,573

2 hours

38

Grameen

grameenbank

3,468

0

1

2 years

39

Lloyds TSB

LloydsTSBOnline

3,323

1,020

3,032

1 hour

40

ICICI

ICICIBank_Care

3,231

2,243

5,807

2 hours

41

Citi

citibankaus

3,056

3,147

428

1 day

42

Barclays

wealthinsights

2,895

1

443

1 week

43

ANZ

anzmoneymanager

2,642

2,160

359

1 month

44

North Shore

NorthShoreBank

2,572

1,507

2,893

1 hour

45

First Direct

first_direct

2,530

670

929

1 day

46

Wells Fargo

WellsFargoBank

2,368

0

0

never

47

Ally

AllyBank

2,276

489

4,844

1 hour

48

Arvest

ArvestBank

2,249

34

1,135

1 day

49

CIBC

CIBCnews

2,246

7

582

1 hour

50

Barclays

BarclaysStockbroker

2,215

54

371

3 days

Bank

Account

Followers

Following

Tweets

Last Tweet

51

PNC

PNCVWallet

2,179

2,184

1,254

1 hour

52

Aegon

aegonbank

2,168

1,417

1,701

6 hours

53

Kiwibank

KiwibankNZ

2,126

1,866

1,361

1 day

54

PNC

PNCNews

2,103

33

1,189

1 day

55

CapitalOne

AskCapitalOne

2,039

923

3,697

1 hour

56

SunTrust

AskSunTrust

2,008

624

17,441

1 hour

57

Umpqua

umpquabank

1,972

44

1,908

1 day

58

Gulf

Gulf_Bank

1,887

1,336

1,133

1 hour

59

BMO

BMO

1,882

315

1,264

1 hour

60

Bank of the West

BankoftheWestCI

1,858

323

744

3 weeks

61

Barclays

BarclaycardNews

1,829

680

1,180

2 hours

62

BofA

BofA_Tips

1,827

85

343

1 week

63

Bank of Oklahoma

BankofOklahoma

1,808

1,580

913

1 day

64

Union First

WeBankAtUnion

1,689

674

3,398

1 hour

65

Webster

WebsterBank

1,661

1,500

1,212

1 hour

66

1st Mariner

1stMarinerBank

1,639

446

1,768

1 day

67

BBVA Compass

bbvacompass

1,625

3

1,816

1 hour

68

SunTrust

livesolid

1,594

1,987

2,007

1 hour

69

Citi

Citi_Forward

1,572

230

342

1 year

70

Foster

FosterBank

1,517

1,246

57

2 weeks

71

SunTrust

SunTrust

1,486

49

264

1 day

72

ABN AMRO

ABNAMROTV

1,334

1

400

1 week

73

Winbank

winbank_tweets

1,287

1,027

463

5 hours

74

Fidelity

Fidelity_Bank

1,247

230

217

4 hours

75

BMO

BMOCM

1,107

2

543

2 days

76

RBC

RBC_Online_Bkg

1,071

11

127

1 hour

77

M&T

MandT_Bank

1,063

835

322

1 day

78

Ally

ally

1,008

655

257

1 day

79

Citizens

CitizensBank

1,000

987

1,524

1 hour

80

Rabo Direct

RaboDirectAU

990

590

811

1 day

81

HSBC

hsbc_uk_press

972

503

208

1 day

82

Venture

venturebank

961

1,097

576

1 day

83

Chase

ChasePaymentech

951

45

106

1 month

84

Bremer

BremerBank

948

542

1,451

4 hours

85

CapFed

CapFed

943

933

1,204

1 day

86

People’s Choice

peopleschoiceAU

896

87

288

1 month

87

St. George

stgeorgecareers

866

884

262

1 year

88

Susquehanna

SusquehannaBank

861

507

744

1 hour

89

Bank of Queensland

BOQ

844

527

373

1 day

90

Citi

CitiGTS

842

988

616

1 week

91

Bank of Melbourne

BankofMelb

830

350

1,496

1 day

92

DBS

dbsbank

821

176

83

2 weeks

93

First Tennessee

FirstTennessee

811

35

600

1 day

94

Northeast

Northeast_Bank

807

36

227

3 weeks

95

First Federal

firstfederal

798

466

421

6 months

96

Citizens

Citizens_Bank

771

0

0

never

97

e3

e3bank

757

492

127

5 months

98

ANZ

ANZ_AU

751

777

378

1 hour

99

UMB

UMBFinancial

750

1

696

1 month

100

Home Street

HomeStreetBank

747

435

373

2 days

Bank

Account

Followers

Following

Tweets

Last Tweet

101

State Bank of CP

statebankofcp

742

702

1,052

1 day

102

Rabo Direct

RaboDirectNZ

737

18

323

3 months

103

Metro

Metro_Bank

724

932

302

2 hours

104

Virgin Money

VirginMoneyAU

709

426

150

1 day

105

Landmark

landmarkbank

708

995

950

1 hour

106

First American

BankFAB

705

165

283

1 month

107

Royal Bank America

SpurTheEconomy

702

401

319

2 weeks

108

Beneficial

BeneficialBank

693

796

711

1 hour

109

Huntington

Huntington_Bank

670

361

262

1 hour

110

Peoples State

peopleswi

667

215

810

1 day

111

ING Direct

INGDIRECTAUS

665

117

94

1 day

112

Barclays

BarCorp_News

626

136

118

3 days

113

RBC

rbcbank

608

668

578

1 day

114

Bank of Scotland

BankofScot_help

603

356

492

2 hours

115

Bank of Ann Arbor

bankofannarbor

588

275

439

1 day

116

Rabo Direct

RaboDirectIE

564

76

296

2 weeks

117

Enterprise

EnterpriseBan

563

387

130

3 months

118

Zions

ZionsBank

561

126

690

1 hour

119

Fifth Third

FifthThird

554

0

7

2 months

120

Bank Altantic

BankAtlantic

548

407

617

3 hours

121

Chesapeake

chesbank

536

54

126

1 day

122

Commerce Bank

TNCommerceBank

532

808

794

1 month

123

First GREEN Bank

FirstGREENBank

525

143

142

1 day

124

Paducah

PaducahBank

512

1

69

2 months

125

ING Direct

FeeTweeter

504

313

82

2 years

126

Northwest Savings

NWSB

503

374

282

1 day

127

Monadnock

MonadnockBank

486

454

532

1 month

128

Hampshire First

HampshireFirst

478

424

181

1 week

129

KeyBank

KeyBank_Help

464

157

375

2 hours

130

Suncorp

SuncorpBank

462

4

0

never

131

Square1

Square1Bank

440

357

123

2 days

132

Five Star

fivestarbank

438

262

457

1 week

133

Colorado Bank

colobank

433

19

384

2 weeks

134

Air Bank

Air_Bank

431

0

66

1 week

135

Westpac

Westpac_help

419

1

2

2 years

136

ShoreBank

SBPacific

418

180

283

6 months

137

Sun National

SunNationalBank

416

886

330

2 hours

138

Citizens

citizensbanker

407

335

273

3 years

139

Bank of Commerce

bankofcommerce

402

835

702

1 hour

140

Orrstown

OrrstownBank

395

42

249

1 week

141

Celtic

CelticBank

392

713

646

2 months

142

Hancock

HancockBank

387

2

7

2 years

143

Nittany

NittanyBank

384

271

143

2 weeks

144

Gate City

GateCityBank

383

271

331

2 weeks

145

Happy State

HappyStateBank

380

61

317

1 week

146

Standard Chartered

StanChartUAE

374

114

957

1 day

147

National Coop Bank

coopbanking

368

105

249

1 hour

148

Mercantile

MercBank

368

288

644

3 hours

149

Barrington

BarringtonBank

365

538

64

2 weeks

150

RBC

rbcinnovator

365

31

496

1 month

Bank

Account

Followers

Following

Tweets

Last Tweet

151

Union

UnionBank

362

113

129

2 months

152

First Independent

firstindy

360

302

408

2 days

153

3rd Federal

3rdFederalBank

354

374

243

1 day

154

Lake Forest

LakeForestBank

345

503

72

2 weeks

155

HomeTown

HomeTownBankVa

342

471

241

2 months

156

BMO

BMOmedia

341

2

246

2 days

157

Standard

StandardBanks

339

533

1,625

1 day

158

Marquette Bank

MarquetteBank

332

0

298

2 days

159

Beach Bank

beachbank

330

164

753

1 day

160

Bank Hawaii

bankhawaii

329

64

136

2 days

161

First Niagara

firstniagara

326

160

148

3 weeks

162

First Community

FirstCommunity

324

238

242

1 week

163

Nicolet

NicoletMortgage

321

0

201

1 week

164

Hinsdale

HinsdaleBank

321

420

95

2 weeks

165

Washington Fed

WaFed

320

137

382

1 day

166

Renasant

renasant

316

75

121

2 days

167

Callaway

CallawayBank

300

530

804

1 day

168

Legacy

LegacyBank

296

444

264

1 day

169

Horizon

Horizon_Bank

294

594

454

1 hour

170

Choice

choicebank

293

197

326

3 weeks

171

Texas First

texasfirstbank

291

237

717

1 day

172

Independent

IndependentBank

286

212

785

1 hour

173

Libertyville

LibertyvilleBnk

283

461

61

2 weeks

174

Anchor

AnchorBank

282

70

766

1 hour

175

Pan American

PanAmericanBank

275

244

846

1 day

176

Wash. Savings

WashSavingsBank

274

742

817

1 hour

177

St. Charles

BankStCharles

271

499

79

2 weeks

178

Lead Bank

Lead_Bank

269

73

19

3 months

179

Forcht

ForchtBank

257

137

315

1 day

180

Centennial

MY100BANK

255

1

76

5 months

181

Ohio Valley

OhioValleyBank

251

83

287

1 hour

182

Peoples

ThePeoplesBank

250

73

258

1 month

183

New Resource

NewResourceBank

250

0

3

2 months

184

Secure Trust

Securetrustbank

247

92

43

2 years

185

Worthington

WorthingtonBank

243

154

362

1 day

186

Crystal Lake

CrystalLakeBank

243

481

59

2 weeks

187

WaterStone

WaterStoneBank

242

77

201

2 days

188

Salem Five

SalemFive

241

141

438

1 hour

189

Gorham Savings

GSBMaine

241

171

478

3 hours

190

Community First

CFBK

241

53

238

1 week

191

Johnson Bank

JohnsonBank

240

163

102

2 weeks

192

Viking

VikingBank

237

35

185

1 day

193

First Security

FirstSecurityMT

235

106

82

1 month

194

Washington Trust

Watrustbank

233

40

168

3 months

195

Associated

AssociatedBank

232

441

312

1 day

196

Illinois State Bank

ILStateBank

228

77

150

1 month

197

Sterling

SterlingBank

227

0

0

never

198

First National

FNBSF

226

83

694

1 hour

199

NexTier

NexTier

223

235

294

1 day

200

Stoneham

StonehamBank

222

122

207

1 week

Bank

Account

Followers

Following

Tweets

Last Tweet

201

Village

BankAtVillage

221

495

83

2 weeks

202

Monarch Community

monarchcb

220

38

358

1 day

203

Ossian State

OssianStateBank

220

10

38

1 month

204

Live Oak

LiveOakBank

218

140

261

2 days

205

1st State

1stStateBank

215

14

1

2 years

206

Seacoast

Seacoastnb

213

43

742

1 day

207

FNB

FNBMWC

207

141

231

1 week

208

Old Missouri

oldmissouribank

206

394

305

1 week

209

Columbia

TheColumbiaBank

206

0

212

3 weeks

210

Gulf Coast Comm.

MYGULFBANK

206

22

52

1 year

211

Liberty Bank

MyLibertyBank

204

82

117

2 weeks

212

First Federal

FirstFederalSB

199

52

132

1 day

213

Mechanics

mechanicsbank

197

183

152

1 week

214

Baylake

BaylakeBank

195

81

176

2 days

215

Suburban

sbtTweets

194

92

942

1 day

216

OCBC

frankbyocbc

192

72

647

1 day

217

Bank of the SW

bankofsw

189

76

6

2 years

218

Hawaii National

hawaiinational

185

43

147

1 month

219

ING Direct

charles_writes

185

96

453

4 months

220

First Bank

bankthewayulive

184

144

120

1 year

221

Peoples United

PeoplesUnited

183

81

213

1 day

222

First Federal

FFSB

181

0

174

1 day

223

Synovus

synovus

181

0

0

never

224

Carolina Alliance

CABankNews

180

157

1,159

1 day

225

National Bank

NBKC

180

12

141

2 days

226

Community First

CFBank1

178

59

32

1 month

227

MB Financial

mbfinancialbank

175

177

372

1 hour

228

BofA

BofA_Speakers

175

0

66

1 year

229

ATB

atbfinancial

174

203

124

1 day

230

Bank of Luxemburg

BankOfLuxemburg

172

164

287

1 week

231

River Valley

RiverValleyBank

171

30

20

1 hour

232

First Federal

FirstFederalFL

170

29

231

1 week

233

First National

FirstNationalIA

168

11

5

6 months

234

Kansas Fidelity

KSfidelitybank

168

36

1

2 years

235

Sound Community

SoundCommunity

168

10

0

n/a

236

Nicolet

NicoletBank

166

8

23

6 months

237

Chemical

ChemicalBank

165

95

252

2 days

238

City Bank

citybanktexas

164

0

187

1 day

239

Belmont

BelmontSavings

163

162

191

2 days

240

Home Federal

homefederalbank

160

33

147

1 day

241

Cheviot Savings

cheviotsavings

160

38

76

1 week

242

The Bank

TheBankOnline

160

0

154

1 month

243

Family Bank

FamilyBankKenya

157

7

198

2 days

244

Wynnewood State

sbwok

156

102

2,728

1 hour

245

Avidia

AvidiaBank

156

97

488

2 hours

246

Peach State

peachstatebank

156

5

33

1 year

247

Baytree

BaytreeBank

155

209

330

3 hours

248

Arvest

Arvest_Bank

154

0

3

2 years

249

Vision Bank

VBOK

153

86

186

1 week

250

Northbrook

NorthbrookBank

153

31

84

1 week

Bank

Account

Followers

Following

Tweets

Last Tweet

251

Pilgrim

PilgrimBank

152

7

826

1 day

252

Midstate Federal

MidstateFederal

149

88

300

1 day

253

Bendigo

BendigoWealth

148

204

36

1 week

254

Gulf Coast Bank

GulfCoastBank

148

14

21

1 month

255

Coulee

CouleeBank

146

147

261

1 hour

256

First Cherokee

Acru

145

35

95

1 week

257

Horicon

horiconbank

145

164

341

3 weeks

258

Prairie

BankPrairie

144

188

57

1 month

259

Peoples

ptsbank

143

49

251

2 hours

260

North Jersey

NJCBank

143

207

214

1 day

261

American Fork

BankAF

141

81

190

2 days

262

Peoples

BankAtPeoples

140

103

195

1 hour

263

Bank of Springfield

bankwithBOS

140

0

381

1 day

264

NSC

NSCBank

140

23

64

2 weeks

265

Citizens Bank

citizensardmore

140

13

43

3 months

266

First National

fnbsotx

138

43

61

3 months

267

First Montana

FirstMontana

131

70

167

1 week

268

Community State

CSBtweets

131

50

118

2 weeks

269

United Community

ucbankmn

130

21

215

2 days

270

Citizens National

cnbsomerset

130

18

125

1 week

271

Pinnacle

PinnacleBank

128

66

132

1 hour

272

Community Trust

CommunityTrustB

128

56

163

1 week

273

Old Plank

OldPlankBank

127

45

74

2 weeks

274

Regent

regentbank

126

73

23

2 years

275

Jeff Davis Bank

jeffdavisbank

125

18

179

1 week

276

First Community

firstcbt

124

4

163

1 day

277

Richwood

RichwoodBank

124

53

101

1 week

278

Community Bank

CBdotNet

124

0

48

3 weeks

279

F&M

myfmbank

123

2

371

2 weeks

280

CNB

cnbbankdirect

121

63

195

2 days

281

Alliance

Alliance_Bank

121

6

55

4 months

282

Bank of Cashton

bankofcashton

121

1

2

2 years

283

Washington Trust

watrust

120

156

420

1 day

284

Citizens

Citizensstatebk

120

14

238

1 day

285

First National

OKFNB

118

5

84

3 months

286

Community First

CommFirstBank

118

23

44

2 years

287

First National

e_fnb

116

60

277

1 hour

288

BSNB

BSNB

115

32

85

2 days

289

Reliant

ReliantBank

115

0

18

2 years

290

Amcore

AMCORE_Bank

114

0

0

never

291

Metairie

Metairie_Bank

113

2

7

1 week

292

First National

FNBNewton

113

0

63

1 month

293

Beverly

theBeverlyBank

112

22

87

2 weeks

294

Missouri

missouribank

111

86

37

2 weeks

295

Bank of Napa

BankofNapa

111

1

63

3 weeks

296

UFB Direct

UFBDirect

111

9

10

2 years

297

Clear Mountain

ClearMtBank

109

26

95

3 days

298

First State

firststatetexas

108

91

62

2 weeks

299

Northwoods

northwoodsbank

108

53

59

2 months

300

Bank of Elk River

TheBankofER

108

4

2

2 years

Bank

Account

Followers

Following

Tweets

Last Tweet

301

Century

Century_Bank

107

0

37

2 hours

302

First Victoria

firstvictoria

107

44

19

1 year

303

Citizens

CitizensAda

106

8

222

1 day

304

FNB

FNBAlaska

105

1

10

1 year

305

FNB

FNBBerryville

104

7

6

1 year

306

Machias

MachiasSavings

103

70

280

1 hour

307

Union Community

unioncommbank

103

34

412

1 hour

308

Farmer State

farmerstatebank

103

18

66

2 weeks

309

Franlin Savings

FSB_Maine

102

9

163

1 week

310

Redwood Capital

RedwoodCapital

102

22

79

2 months

311

Bruning State

BruningStBank

99

5

80

1 hour

312

Voyager

VoyagerBank

99

69

70

2 hours

313

Alpine

bankalpine

99

0

1

2 years

314

First Security

FirstSecurityBa

98

154

332

2 weeks

315

Town Bank

TownBankUS

98

101

105

2 weeks

316

Citizens

citizensbankrb

98

12

306

2 weeks

317

First National

FNB_Muscatine

95

13

181

1 day

318

Cambridge Savings

CSBinspired

94

140

321

1 hour

319

Abington

AbingtonBank

94

6

205

1 day

320

Lincoln Savings

MyLSB

94

14

39

2 days

321

First Harrison

FirstHarrison

93

9

51

1 week

322

PNA

PNABank

93

0

53

8 months

323

AmBank

AmBank

93

1

4

1 year

324

Waumandee State

waumandeebank

92

38

633

2 hours

325

Capital

CapitalBankGA

92

5

40

1 month

326

First National

FNBT

92

11

7

2 years

327

First Security

FSBNV

91

1

2

2 years

328

Belmont

BelmontBank

88

0

83

3 weeks

329

Beverly National

BevNatBank

88

2

8

2 years

330

Middleton

MiddletonBank

88

32

0

never

331

Metro National

gladwemet

87

0

5

2 years

332

Bank of Urbana

bankofurbana

86

18

171

1 week

333

First Guaranty

FirstGuaranty

84

0

27

6 months

334

Point Loma

PointLomaBank

84

76

103

2 years

335

Fifth Third

Ryanat53

83

0

660

1 hour

336

1st Mariner

FirstAccess

83

2

10

2 years

337

Start Community

StartComBank

82

10

71

1 week

338

Solera

solerabank

81

122

71

1 week

339

1st Oklahoma

1stOklahomaBank

81

26

1

2 years

340

Hastings City

HastingsCtyBank

80

0

66

1 week

341

First State

KeysBank

78

17

70

2 weeks

342

Reliabank

Reliabank

78

15

32

6 months

343

Columbia Comm.

banklocally

78

9

11

1 year

344

First Community

FCBOHIO

78

0

1

2 years

345

TruPoint

TruPointBank

77

84

135

1 week

346

uBank

ubankSA

76

22

14

1 year

347

Boone County

boonebank

74

17

155

2 days

348

Baker Boyer

BakerBoyerBank

74

7

23

2 months

349

SIS

banksisonline

73

4

177

2 hours

350

Charter Oak

charteroakbank

73

23

93

7 months

Bank

Account

Followers

Following

Tweets

Last Tweet

351

Planters

PlantersBank

73

31

0

n/a

352

Peoples

PeoplesBank

70

33

132

2 days

353

First State

FirstStateBank

70

8

275

3 weeks

354

Commerce

CommBankCKTM

69

16

152

1 week

355

Community Bank

CBBCNJ

69

0

1

1 year

356

Lincoln Park

LincolnParkBank

68

356

10

2 weeks

357

Citizens State

csbtx

68

8

0

n/a

358

First Community

FCMLENDING

66

42

110

1 day

359

Rabo Direct

RaboDirect

65

34

28

1 month

360

First Capital

fcbanker

65

0

163

1 month

361

Sonoran

SonoranBank

65

45

137

1 year

362

Banc First

BancFirstOK

64

12

2

4 months

363

ING Direct

ING_CompareMe

64

40

24

2 years

364

Independence

1776Bank

62

49

72

2 days

365

Mainstreet

MainstreetBank

62

24

274

2 months

366

Fahey

FaheyBank

61

38

57

1 day

367

Springfield Com.

SFCbank

60

0

2

1 year

368

FNBO Direct

fnbodirect

59

10

12

2 years

369

River Bank

River_Bank

59

1

1

2 years

370

Centennial

Centbank

59

0

6

2 years

371

West Plains

WestPlainsBank

58

5

242

1 day

372

Conestoga

ConestogaBank

57

76

20

1 day

373

Watertown

BankOfWatertown

55

61

344

1 week

374

Northrim

northrimbank

55

4

2

1 month

375

Franklin County

fcbankva

49

3

25

5 months

376

First Financial

FFBTexas

48

0

1

2 years

377

New Horizon

NewHorizonBank

47

47

11

1 month

378

Heartland

heartlandbank

47

0

0

n/a

379

1st Midwest

1stMidwestBank

44

6

178

1 day

380

Wolverine

WolverineBank

44

38

112

1 week

381

Biddeford

biddeford

41

7

80

2 weeks

382

United

UnitedBankMI

40

2

80

2 weeks

383

Huntington

Bank_With_HNB

40

0

1

1 year

384

Quatum National

QuantumNatlBank

38

25

66

1 week

385

First Hope

FirstHopeBank

37

10

91

1 day

386

Comm. National

ComNatBankVT

35

24

26

2 days

387

FAB&T

ilovecash

35

17

31

1 year

388

Standard

SBandTrustCo

35

0

2

1 year

389

Bank of Pontiac

bankofpontiacil

34

3

226

2 days

390

United of Union

unitedbankunion

34

1

69

1 week

391

First Security

FSBNV_HomeLoans

23

7

28

2 years

392

Affinity

AffinityBank

22

29

77

2 hours

393

3rd Federal

3rdFred

22

0

60

2 days

394

Bank Texas

BankTexas

21

2

6

5 months

395

Citizens Tri-Co.

CTCBonline

19

0

3

5 months

396

Macon Bank

maconbank

13

0

0

never

397

Community Bank

communitybank

11

1

0

never

398

First Merit

FirstMerit

10

57

1

n/a

399

Pathway

Pathway_Bank

3

0

0

never

400

First Financial

FFINTexas

1

0

0

never

Don't miss The Financial Brand Forum 2015 — April 29 through May 1 at Caesars Palace Resort in Las Vegas. Join nearly 1,000 marketing and retail executives from hundreds of the most respected financial institutions on earth for three days of wall-to-wall strategy sessions, how-to workshops, insights, innovations, tips, tricks, tools and networking opportunities. Click here.

Hi! Just wanted to let you know that the FAB&T Twiiter feed for “I Love Cash” was a specific one for a certain campaign (hence the low ranking and dormancy since last tweet). Our main Twitter feed is “FABT” (@fabt), and we have 705 followers (which would put us at #105) currently (always looking for more!) and our last Tweet was 9/29. Thanks!

@Jason – The Financial Brand tracks 791 credit unions on Twitter. Unfortunately, this type of analysis won’t be repeated for credit unions because the process is entirely manual. It took over 8 hours to load up each of the 400 banks’ Twitter accounts to access their activity levels — there’s no way to automate this process. Furthermore, the results aren’t likely to reveal any significant difference. Credit unions, on average, have more followers-per-assets than banks, but the typical credit union Twitter account has about the same level of overall activity as their bank peers.

First off, thanks for pulling this together. Must’ve been an incredible amount of effort.

As for the content, I have only word to describe it: SOBERING.

For all the talk of how social media — and Twitter, in particular — is, or is going to, revolutionize bank/customer relationships, this data paints a very different picture.

How many social media gurus blab on about how you can use Twitter to “listen”? And yet, look at the number of banks on the list who are following less than 100 people. Even worse, many aren’t even following the people who follow them.

This data implies that for way too many banks, Twitter is just another outbound communication channel to push their irrelevant little marketing messages out to.

That said, we shouldn’t write off the whole lot. Different banks are using — or are trying to use — Twitter for different purposes (marketing, customer support). Tough to draw definitive conclusions from just the follower/following/tweeting data.

@Ron – Sobering is a good word to describe it. While I agree that it’s tough to draw specific conclusions — like whether it’s smart or not for BofA to service customers via Twitter — I think you can safely draw some general, abstract conclusions, like “Banks aren’t reaching a significant audience via Twitter” and “Twitter’s impact is disproportionate to the level of hype and attention it receives.”

Great list – also see Visible Banking for comparison. Sobering, but the reality is that most Banks/CUs are still just getting into the game. But it’s really no excuse. Since Twitter has been around for over four years, banks and CUs should now be formulating their strategies around the channel and doing more than ‘listening’ through the channel. There are alternatives to being on Twitter itself for ‘listening’ purposes (we use Radian6, but there are many other free to low-cost providers, or you can monitor Twitter itself). To Ron’s point, Twitter is a medium for two way communication, to have dialogue with our clients and members, it’s not for pushing out messaging. And for crying out loud, follow people that follow you. Maybe concepts of engagement banking are still new, but Amex and other big banks certainly know the power of social and what the right strategies can do for your institution. Twitter is a great channel for financial institutions to be on – start now!

Given all of the media hype around the use and growth of social media by the banking industry, it is amazing how little traction there has been in the Twitter space. What is even more enlightening is that when I tweeted to the top 20 banking Twitter sites, less than half responded to my tweet. Only Wells Fargo responded quickly (within an hour).

Investigating further, I was told that tweets at some organizations must go through compliance before being posted. In other words, Twitter is being utilized as a broadcast communications tool as opposed to providing dialogue. Given the number of followers and the number of people/sites followed, there can’t be a healthy return on investment for this channel.

There aren’t press ‘photo ops’ on twitter so no wonder the banks haven’t cared much. Overall, it just shows how little these banks are involved in their communities/customers. On the other hand, it could also mean that people don’t really want to connect with their banks. True for me at least. I don’t connect with my bank(s) beyond the transactions (which i am forced to make). Don’t get any value from them. Every time they talk to me, they want to sell me something that I don’t need.

Can they offer value if they want to? Hell ya..can start with trust/transparency..:-)

First, I will like to add that Bancolombia in Colombia have 15.596 followers in Twitter from its 7.000.000 clients. Even though it is not a bank from the USA or UK it is important to share that are other banks around the world with Social Media campaigns that tries to close the gap between the customers and the bank.

I think that one of the key elements when you engage your clients through twitter is that you should avoid to focus only on commercial tweets or “advertising” for your bank new credit rates or new products…you also have to tweet about things of general interest that add value to your clients. ex. an article about how to manage personal finances, innovation in smartphones, important things happening in your country or area of influence. It can be interesting to send one commercial tweet for each ten tweets regarding other topics.

This is a very interesting breakdown. I noticed that for obvious reasons you are focused on US banks, have you considered doing a similar thing for UK or European banks that have large share holdings in the US? UBS, Barclays or Royal Bank of Scotland for example.

@Leonard – For language reasons only, The Financial Brand is limited to English-speaking countries, primarily the US, UK, Canada, Australia and New Zealand. The Twitter list looks like it’s skewed towards US financial institutions, but really this is a consequence of the banking environment in the UK, Canada, Australia and New Zealand. In each of these countries, there are about five big banks — the dominant players. There are banks like Barclays included in the list. The Financial Brand also concentrates exclusively on retail financial institutions, so banks like UBS, Goldman Sachs, Credit Suisse, etc., don’t usually fall within the scope. I was, however, able to track down a couple accounts for RBS and have added them to the Twitter accounts tracked by The Financial Brand.

@Vic – There are quite a few banks using Facebook — probably around 5-10%. Twitter and Facebook are the top two social media venues for financial institutions, and by a wide margin. Quite a few use YouTube, but mostly as a place to dump TV commercials. Only a very small handful of financial institutions use Foursquare, and few are still hanging on the MySpace. Some use LinkedIn for recruiting purposes, or for developing relationships with business customers, but this is rare.

Yes John, you’re right. The list was actually “out of date” the instant it was posted, as data was collected a week prior to publication of the article. Unfortunately, the list isn’t updated dynamically in real time. All data had to be collected manually. Inasmuch, there are no plans to update the list anytime in the future.

If there is a retail bank or credit union you would like tracked by The Financial Brand, please leave it in the comments below.